Evidence to continuously improve large, complex websites Top Tasks Management Gerry McGovern customercarewords.comJuly 7, 2016

2 © Customer Carewords Ltd. customercarewords.com Continuous Improvement Identify Top Tasks Measure Top Tasks Improve

4 © Customer Carewords Ltd. customercarewords.com 4 Task Identification

5 © Customer Carewords Ltd. customercarewords.com Current website Customers Stakeholders Competitors / peers, strategies and other documents Long listShort list Survey to uncover the customers’ top tasks New website

12 © Customer Carewords Ltd. customercarewords.com Please look at the following list and choose the top 5 reasons you come to the OECD. 1. Country surveys / reviews / reports 2. Compare country statistical data 3. Statistics on one particular topic 4. Browse a publication online for free TOP MEDIUMSMALL TINY The Top task has as many votes as the bottom 28 tasks

13 © Customer Carewords Ltd. customercarewords.com Please look at the following list and choose the top 5 reasons you come to the OECD. TasksTotal Vote % of Total Vote Cumulative Vote Cumulative Tasks 1Country surveys / reviews / reports % 1.4% 2Compare country statistical data %13.0%2.9% 3Statistics on one particular topic %18.9%4.3% 4Browse a publication online for free %24.0%5.7% 5Working papers %28.8%7.1% 6Publication by topic %33.4%8.6% 7Basic facts, summaries and overviews %37.7%10.0% 8Statistics on one particular country %41.8%11.4% 9Statistical forecasts / projections %45.6%12.9% 10Access to raw data %48.9%14.3% 11 International guidelines and standards (corporate governance, tax havens, etc.) %52.1%15.7% 12Statistical sources and methods %55.3%17.1% 13What's new (hot topics, recent publications, events) %58.5%18.6% 14OECD policy advice by topic, country %61.1%20.0% 15OECD Annual Report %63.6%21.4% 16Publication by country %65.9%22.9% 17Best practice in policy implementation %68.3%24.3% 18Publication by title %70.2%25.7% 19Simple, easy-to-understand tables and graphs %72.1%27.1% 20News releases %73.8%28.6%

14 © Customer Carewords Ltd. customercarewords.com Please look at the following list and choose the top 5 reasons you come to the OECD. TasksTotal Vote % of Total Vote Cumulative Vote Cumulative Tasks 51Find a local library with OECD publications 920.3%96.7%72.9% 52How OECD interacts with non-member countries 920.3%96.9%74.3% 53Subscriptions to OECD services 900.3%97.2%75.7% 54Photos / images / videos 800.3%97.5%77.1% 55OECD Annual Forum / Ministerial Council Meeting 730.2%97.7%78.6% 56Have your say (public consultation and participation) 710.2%97.9%80.0% 57How OECD is funded (budget) 700.2%98.1%81.4% 58How peer review works 600.2%98.3%82.9% 59 Find OECD officials (secretary-general, directors, ambassadors) 590.2%98.5%84.3% 60Acronyms, abbreviations 570.2%98.7%85.7% 61Personalize the website (MyOECD) 560.2%98.9%87.1% 62Press conferences (calendar, accreditation) 560.2%99.1%88.6% 63Find a local bookshop / distributor for OECD publications 510.2%99.2%90.0% 64Publishing rights and permissions 450.1%99.4%91.4% 65What's involved in OECD membership 440.1%99.5%92.9% 66Secretary-General speeches and activities 390.1%99.6%94.3% 67Find OECD locations 380.1%99.7%95.7% 68Tours of the OECD 370.1%99.9%97.1% 69Hotels near OECD locations 240.1%99.9%98.6% 70Password problems 230.1%100.0% The bottom 20 tasks have 0.5 times the votes of the number 1 task

6 Top Tasks 1. EU law, rules, treaties, judgments 2. Research and innovation 3. Funding, grants, subsidies 4. Education and training in EU 5. EU strategy, political priorities 6. Environmental protection Medium Small TinyTop 77 tasks – 107,000 voters

Another view - stability of results

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18 © Customer Carewords Ltd. customercarewords.com What region do you live in? PercentResponse Africa5%98 Asia & Pacific16%339 Europe55%1158 Middle East1%18 North America20%424 South America4%83 Total2120

19 © Customer Carewords Ltd. customercarewords.com Total TasksAfrica Asia & PacificEurope North America South AmericaTotal 1Country surveys / reviews / reports 7.1%6.8%7.1%6.1%6.5%6.8% 2Compare country statistical data 2.9%5.8%6.2%7.3%6.1%6.2% 3Statistics on one particular topic 2.3%4.8%6.0%7.4%4.7%5.9% 4Browse a publication online for free 6.1%4.9%5.2%4.3%7.1%5.1% 5Working papers 5.1%4.9%4.6%5.0%5.9%4.8% 6Publication by topic 5.2%4.8%4.7%4.3%4.6% 7Basic facts, summaries and overviews 2.0%5.7%4.1%4.8%2.9%4.3% 8Statistics on one particular country 3.0%3.4%4.1%4.4%5.2%4.0% 9Statistical forecasts / projections 2.4%3.4%4.1%3.6%4.5%3.8% 10Access to raw data 2.5%4.0%3.1%3.6%2.2%3.3% 11 International guidelines and standards (corporate governance, tax havens, etc.) 5.1%3.4%3.2%2.4%4.3%3.2% 12Statistical sources and methods 2.2%3.6%3.3%2.8%4.6%3.2% 13What's new (hot topics, recent publications, events) 3.2%3.5%3.1%3.3%2.5%3.2% 14OECD policy advice by topic, country 2.2%3.3%2.6%2.5%1.6%2.7% 15OECD Annual Report 3.9%1.9%2.6%1.8%3.4%2.5% 16Publication by country 2.7%1.8%2.7%1.8%1.3%2.3% 17Best practice in policy implementation 5.8%2.6%1.7%3.1%1.9%2.3% 18Publication by title 2.1%2.3%1.7%2.4%1.0%1.9% 19Simple, easy-to-understand tables and graphs 1.4%1.7%1.9%2.3%1.7%1.9% 20News releases 0.3%1.9%1.8%1.7%0.9%1.7%

20 © Customer Carewords Ltd. customercarewords.com Africa TasksAfrica Asia & PacificEurope North America South AmericaTotal 1Country surveys / reviews / reports 7.1%6.8%7.1%6.1%6.5%6.8% 2Browse a publication online for free 6.1%4.9%5.2%4.3%7.1%5.1% 3Best practice in policy implementation 5.8%2.6%1.7%3.1%1.9%2.3% 4Publication by topic 5.2%4.8%4.7%4.3%4.6% 5Working papers 5.1%4.9%4.6%5.0%5.9%4.8% 6 International guidelines and standards (corporate governance, tax havens, etc.) 5.1%3.4%3.2%2.4%4.3%3.2% 7OECD Annual Report 3.9%1.9%2.6%1.8%3.4%2.5% 8What's new (hot topics, recent publications, events) 3.2%3.5%3.1%3.3%2.5%3.2% 9Statistics on one particular country 3.0%3.4%4.1%4.4%5.2%4.0% 10Monitoring policy implementation 3.0%1.5%1.4% 2.0%1.5% 11Compare country statistical data 2.9%5.8%6.2%7.3%6.1%6.2% 12Publication by country 2.7%1.8%2.7%1.8%1.3%2.3% 13What's new in statistics (newsletters, events) 2.6%1.6%1.7%1.5%1.2%1.7% 14Access to raw data 2.5%4.0%3.1%3.6%2.2%3.3% 15Statistical forecasts / projections 2.4%3.4%4.1%3.6%4.5%3.8% 16Statistics on one particular topic 2.3%4.8%6.0%7.4%4.7%5.9% 17Statistical sources and methods 2.2%3.6%3.3%2.8%4.6%3.2% 18OECD policy advice by topic, country 2.2%3.3%2.6%2.5%1.6%2.7% 19Publication by title 2.1%2.3%1.7%2.4%1.0%1.9% 20Basic facts, summaries and overviews 2.0%5.7%4.1%4.8%2.9%4.3%

21 © Customer Carewords Ltd. customercarewords.com Top Team Tasks Tasks % Customer Vote (2381) % Team Vote (223)Empathy Statistics on one particular topic 5.9%9.6% 163% Country surveys / reviews / reports 6.8%5.4% 79% Compare country statistical data 6.2%5.2% 84% Publication by topic 4.6%5.1% 109% Statistical forecasts / projections 3.8%4.7% 124% Overview of what OECD does 1.2%4.7% 407% Browse a publication online for free 5.1%4.6% 91% International guidelines and standards (corporate governance, tax havens, etc.) 3.2%4.5% 141% Basic facts, summaries and overviews 4.3%4.0% 92% Statistics on one particular country 4.0%3.9% 98%

22 © Customer Carewords Ltd. customercarewords.com 22 Customer Centric Index

23 © Customer Carewords Ltd. customercarewords.com 26 Attributes of the Customer Centric Index GroupPositiveNegative Content Up-to-date informationOut-of-date information Accurate informationInaccurate information Complete informationIncomplete information Plain languageFull of jargon, corporate speak Social Easy to contact a personHard to contact a person Easy to participate / give feedbackHard to participate / give feedback Gives me the facts / transparentMisleading, not transparent Has ratings, reviews, recommendationsHas no ratings, reviews, recommendations Information Architecture Helpful search resultsPoor search results Clear menus and linksConfusing menus and links Simple layout / easy to readCluttered layout / hard to read Looks attractive / appealingLooks unattractive / unappealing Fast to do thingsSlow to do things

24 © Customer Carewords Ltd. customercarewords.com Voting spread

25 © Customer Carewords Ltd. customercarewords.com Customer Centric Index FactorPositiveNegative CCI take action Up-to-date information11.0%1.1% 2% Accurate information11.9%0.4% 0% Complete information8.7%1.7% 6% Plain language4.4%1.3% 5% Easy to contact a person0.7%1.2% 6% Easy to participate / give feedback0.8%1.1% 5% Gives me the facts / transparent10.0%1.1% 2% Has ratings, reviews, recommendations2.4%0.7% 3% Helpful search results8.5%4.1% 17% Clear menus and links4.9%6.1% 29% Simple layout / easy to read5.6%3.0% 13% Looks attractive / appealing3.5%1.8% 7% Fast to do things2.4%1.6% 7% Customer Centric Index 75%25% 100%

26 © Customer Carewords Ltd. customercarewords.com Your Overall Rank: 45 out of 214: CCI 75%

27 © Customer Carewords Ltd. customercarewords.com 27 Task Performance Indicator

28 © Customer Carewords Ltd. customercarewords.com Tasks Pie Chart

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30 © Customer Carewords Ltd. customercarewords.com November 2012 : Pretend you have forgotten the password for the Cisco account and take whatever actions are required to log in. Success/Failure RatesCompletion Time Password recovery =

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33 © Customer Carewords Ltd. customercarewords.com May 2013: Pretend you have forgotten the password for the Cisco account and take whatever actions are required to log in. Success/Failure RatesCompletion Time Password Recovery =

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36 © Customer Carewords Ltd. customercarewords.com July 2014 Overall Mar 2014 Overall

38 © Customer Carewords Ltd. customercarewords.com Thank you customercarewords.com WWW.